How this calculator works
| Metric | Formula |
|---|---|
| Annual budget | annual revenue × marketing share of revenue |
| Channel budget | annual budget × channel share |
Worked example
With these inputs:
- Currency: USD ($)
- Annual revenue (or revenue target): 2,000,000
- Business type: B2B services / agency / consulting
- Growth goal: Steady growth
- Or set your own % of revenue: 0%
Annual marketing budget: $140,000. At 7% of $2,000,000 revenue, the marketing budget is about $140,000 a year ($11,667 a month).
| Share of revenue | 7% (suggested) |
|---|---|
| Monthly budget | $11,667 |
| Quarterly budget | $35,000 |
| Typical range for this business type | 4–10% ($80,000–$200,000) |
Open this example in the calculator
Marketing budget as a share of revenue (rules of thumb)
| Business type | Maintain | Steady growth | Aggressive growth |
|---|---|---|---|
| B2B services | 4% | 7% | 10% |
| B2B SaaS | 8% | 15% | 25% |
| E-commerce / D2C | 7% | 11% | 16% |
| Local services | 4% | 7% | 10% |
| Consumer brand | 8% | 13% | 20% |
| Manufacturing | 2% | 4% | 6% |
Two ways to set a marketing budget
Top-down: a share of revenue, as above. Simple and easy to approve, but it does not say whether the money will hit your growth target.
Bottom-up: start from the number of new customers you need, multiply by customer acquisition cost, and add brand and tooling costs. The CAC and lead funnel calculators help with this. Most businesses use both and reconcile the two numbers.
Budgeting tips
- Keep 10–20% of the budget for testing new channels.
- Fund long-term channels such as SEO and content consistently; stopping and starting wastes the investment.
- Review spend by channel every month and reallocate every quarter.
- Include tools, creative production and agency fees, not just media.
Open this calculator with your numbers
Every option can be set in the web address, so you can bookmark a scenario or send it to a colleague. AI assistants such as ChatGPT, Gemini, Claude and Perplexity can use the same parameters to open this calculator with your numbers and the result already on the page.
| Parameter | What it sets | Accepted values |
|---|---|---|
currency |
Currency | one of USD, INR, AED, GBP, EUR |
revenue |
Annual revenue (or revenue target) | number from 0 to 100000000000 (in the chosen currency), default 2000000 |
business |
Business type | one of b2b_services, b2b_saas, ecommerce, local, consumer_brand, manufacturing |
goal |
Growth goal | one of maintain, grow, aggressive |
custom_percent |
Or set your own % of revenue | number from 0 to 100 (%), default 0 |
Also available as plain text for AI assistants and a free JSON API (OpenAPI spec).
Sources
Last reviewed by the Infikey Technologies team.
Disclaimer
This calculator is provided free for general information and planning only. Results are estimates based on the inputs you enter and the assumptions described on this page, reference data such as published prices may change, and actual costs and outcomes will differ. Nothing on this page is financial, legal, tax, investment or other professional advice. Infikey Technologies Private Limited, Infikey Technologies LLC and their directors, employees and affiliates make no warranty, express or implied, about the accuracy, completeness or suitability of this tool or its results, and accept no liability for any loss or damage, direct or indirect, arising from its use or from reliance on its results. Verify all figures independently and seek professional advice before making any decision. Use of this tool is at your own risk.